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Impact of Cultural Messages on Sense of Self
Introduction
The discussion underlined in this essay is on the Tag Heuer watch 'Acquaracer'. The watch is co-designed by the famous Hollywood actor Lenardo DiCaprio. The design is famously known as 'Dicaprio Edition'. The watch is a 500m caliber 5, which means the machine is highly capable of giving an accurate time every time you rotate you wrist with durability and perfect performance. This piece is limited to 1600 pieces worldwide, since Leo Di Caprio is an ambassador for Tag Heuer, he is also known environmental activists who is contributing his skills and wealth to change the world and the deprived children. The revenue generated from these 1600 pieces will be used to support NRDC and Green Cross International, both environmental activist companies (Richard, T. n.d.).
Role of Culture in Marketing
Culture plays a vital role in marketing and identifying consumer behaviors. Culture affects one's attitudes, thinking and understanding with regard to a particular product and eventually affects the consumer behavior with respect to buying process. According to Docle and Lowe, there are six cultural forces, religion, history, family, language, education and arts that send direct or indirect messages to consumers pertaining to buying decisions and preferences of goods and services. The culture identifies the essential behaviors such as is drinking coffee is preferred in a certain culture or just having juice in breakfast. Does a person shop on daily basis or weekly basis, such factors affects the decision making process of consumers while buying. However, buying behavior in terms on international marketing relies on the assumptions of consistency in Maslow hierarchy of needs across cultures, individuality exits in buying behaviors of consumers across all cultures, all the social and local organizations are same through cultures, and consistency in consumer buying process throughout all cultures. In order to target international audience belonging to various cultures, marketing managers should determine essential and significant motivations across cultures such as identify needs for the product and recognition of particular needs within the cultural groups. Identification of characteristics of behaviors in cultures such as what type of product is bought and in what quantity. Identification of the essential cultural values related to the product such as factors of morality, religion, and relation are strongly associated with the product. Identification of characteristics of decision-making such as, rigid or flexible behaviors of people regarding new product or idea (2008, pp. 80-86).
Tag Heuer Cultural Message
Tag Heuer is the world's fourth largest company that offers luxurious watches. It is operating from 1860. It has valued primarily custom and modernization, reputation and presentation, sport and glamour. Tag heuer has the great command over watchmaking technology and always brings latest innovations and creativity in its every design
Tag Heuer has always tried to become the most iconic brand globally irrespective of its watch making business. The Tag line of the watch Aquaracer, “What are you made of” has broadly delivered the cultural message of performance, leadership, entrepreneurship and achievement (O'loughlin, 2005, pp. ...